Follow and star ↑↑「New Distribution」 See how many friends are following industry trends with you September is the best season for tourism in Jingzhou. Outside a small shop in Chengguan District, a long queue had formed. Lu Zhen, passing by, thought they were giving away souvenirs and joined the line excitedly. She patted the person in front, who turned around – he had an M-shaped bald patch with a few tiny hairs swaying in the breeze. Lu Zhen then learned that this was a shop specializing in hair loss and gray hair solutions. It was about 50 square meters, and people queued every day. Curious about how it worked, she chatted with the man in front for 30 minutes before entering. Inside, she saw professional equipment and skilled care staff, and the air smelled fresh, not like a typical low-end hair salon. Lu Zhen, who had studied hard in a small town and got into a Beijing university, had worked for 8 years and earned 20,000 yuan a month, but still couldn't afford Beijing housing. Seeing the bustling business, she talked with the owner and decided to open a similar shop in her hometown. She summarized the main reasons for her decision: The Era of Small-Town Youth Rising "The upward desire of small-town youth is the long-term driving force of China's development," said Wu Shichun, founder of Plum Ventures, recently. This statement went viral on social media, inspiring many entrepreneurs from small towns. A report titled "Towards a Better Self: 2019 Small-Town Youth Report" jointly released by Sequoia China Seed Fund, Sensors Data, and Kuaishou Big Data Research Institute showed that China's 230 million small-town youth are creating a brilliant future with their proactive ambition and creativity. At the same time, they represent a huge consumer market and new momentum for national economic growth. Small-town youth are generally defined as people aged 18-35 who live in or are willing to return to third-tier and below cities. They lead fulfilling lives and are idealistic, representing the new youth of the 21st century. Many of them return from first-tier cities, using their experience and standards from developed cities to upgrade local industries, contributing significantly to small-town economic development. Moreover, the internet has made small-town youth's consumption levels and demands in housing, cars, entertainment, etc., comparable to those in developed cities. They are closer to life and more down-to-earth, helping fellow villagers get rich, creating more job opportunities, and living colorful, fulfilling lives. Small-town youth have risen! Black Mystery: Innovative Management Model of "Mechanism + People" Lu Zhen heard from the Black Mystery store owner that the company had previously organized online traffic generation activities for stores nationwide, but they even refused because they couldn't handle the influx. These existing customers almost all came through word-of-mouth based on results. Some users, after experiencing their own gray hair turning black and hair loss reversing, opened their own stores. This kind of business, which wins through solid products and services rather than heavy marketing, is a good business. The store owner said that Black Mystery has been around for 15 years and started laying out the lower-tier market early on, with a long-term vision:
- Black Mystery has no airs and quickly integrates with the lower-tier market;
- It gives entrepreneurs maximum support based on specific circumstances;
- It thinks from the store's perspective, gaining their genuine support;
- It no longer has a "cutting leeks" relationship with entrepreneurs, but a symbiotic one; These four points are the guarantee for Black Mystery's successful construction of a lower-tier network now and in the future. To date, Black Mystery has opened over 600 stores, covering more than 180 cities nationwide, mainly in second-, third-, and fourth-tier cities with lower rent and labor costs, where stores are easier to survive – the "lower-tier market." After 15 years and four upgrades, Black Mystery now presents a professional and technological feel with its "medical blue," and the new experience scenarios and service models not only provide solutions for hair but also warm the soul. Addressing the industry-wide challenge of large-scale standardized management, Black Mystery founder Wu Qinghui proposed an innovative management model of "mechanism + people." By building four major management systems – scalp management, store support, store management, and after-sales service – Black Mystery can solve the most headache-inducing customer acquisition problem for city partners at two key stages. First, the critical survival period of 1-3 months after opening. Black Mystery provides opening activities, ground promotion, and online marketing plans to help city partners effectively acquire seed users and gain an early advantage. Second, the operational support period of 4-12 months. Through community marketing, online group buying, and supplemented by SaaS operating systems and a mini-program membership management system best suited for market dissemination, Black Mystery can support city partners in quickly achieving member fission. Wu Qinghui said that as long as the team first helps city partners solve the customer source problem and accompanies them through the peak closure period, the store can enter a virtuous development stage. More importantly, personnel training. Black Mystery has established the industry's first scalp management academy, offering standardized training courses both online and offline, with over 40 offline training sessions annually. After a store opens, employees and store managers go to the Beijing headquarters for 10-20 days of systematic training, covering complete courses from theory to practice. Black Mystery also regularly sends professional regional managers and store supervisors to inspect stores, preventing "a thousand stores with a thousand faces" and ensuring service consistency. Ms. Wang, who has cooperated with Black Mystery for 10 years, highly praised the brand: "First, the products are excellent. The improvement rate for scalp care, hair loss, and gray hair issues among store customers reaches 95%, and the products have a very good reputation. Second, the headquarters' entire store operation support system, including marketing plans for activities, has been very helpful to us." Why Black Mystery? Why Black Mystery? Because it can only be Black Mystery. Since its founding 15 years ago, Black Mystery's founder has always taken "safeguarding the scalp health of 1.4 billion people" as his mission, with extremely strict requirements for products and services, hence the word-of-mouth reputation. After the brand upgrade on May 28, 2019, they invited ageless goddess Zhao Yazhi as spokesperson and product experience officer, hoping to let more people understand hair health issues. National health starts from the head. (Photo: Black Mystery founder Wu Qinghui and spokesperson Zhao Yazhi) The development of scalp health management in China has gone through three stages: starting in 2001, the "traditional remedy stage," mainly selling products; the second stage, "plant extraction technology stage," which conditions the scalp environment and adds nutrition for healthy hair care; and the third stage, "polymer technology stage." Black Mystery is a representative brand of the third stage. Unlike most products on the market that act on the hair shaft, Black Mystery uses cell-level scalp polymer technology, using specific chain-length polyphosphates to stabilize the information protein (FGF), allowing dermal papilla cells to receive the "hair growth command" and proliferate 2.9 times, resulting in stronger, less shedding new hair with a more stable growth cycle. In product R&D investment, Wu Qinghui is lavish. Black Mystery has invested tens of millions of yuan specifically in product development. Internationally, they cooperate with renowned Japanese polymer scientist Dr. Shibata Hajime, establishing the Sino-Japanese Scalp Polymer Management R&D Center and the Tokyo Scalp Environment and Hair Regeneration Research Center. Domestically, they collaborate with Sichuan University's College of Polymer Science and Engineering, which has world-leading expertise. Craftsmanship produces quality products. This technology has earned Black Mystery 21 national patents in fields such as product invention and new utility models. With strong R&D capabilities, Black Mystery has launched 9 product and service series, including hair strengthening and anti-hair loss, hair growth and regeneration, and gray hair turning black, establishing a new scalp ecology theory. (Photo: Black Mystery's polymer research centers in Tokyo and Chengdu) Good products and services ensure a steady stream of customers. Users in second-, third-, and fourth-tier cities, who have more time, visit stores an average of 3 times per week, showing the huge opportunity in the scalp management niche market. Recently, CCTV Finance's "First Time" program reported that 250 million people suffer from hair loss, meaning 1 in 6 people has hair loss. Facing such a huge market, Black Mystery, as the pioneer of hair therapy, will continue to lead the industry's explosive growth and move forward rapidly. Why Black Mystery? Because it can only be Black Mystery! Tips will be paid 400-2000 yuan once adopted.